Investment in broker relationships appeared as a key factor. Marketing support – including education, co-marketing, and communication – was identified as the strongest statistical predictor of overall ratings, indicating that producers place weight on wholesalers that help them position, explain, and distribute products. Finally, respondents suggested that value is being assessed more broadly than on price alone. Compensation and pricing remained relevant, but producers viewed them as elements of a wider value proposition rather than the sole deciding factors in how they rated their wholesale partners.
